As a freephone or premium-rate number owner, you can use this to your advantage by letting your website score as high as possible in the search results, or, by making clever use of Google Adwords.

We have discussed in other articles how you could increase the number of incoming calls to your servicenumber in this way.

Since earlier this year, Adwords is offering a new type of advertisements that has been specifically designed with this goal in mind. This new type of ads are called Call-only ads.

In this article, we'll take a closer look at what Call-only ads are, what the possibilities are and how you, as a servicenumber owner could use this type of advertisement.

What are Call-only ads?

Call-only ads are Google Adwords advertisements that have been optimised to generate telephone calls.

Instead of a clickable link that leads to your website, these ads have a clickable link that starts a phone call.

But didn't Adwords have a feature like that before?

Upgrade from call-extensions

Adwords for some time already has a feature called call-extensions, which provides similar functionality. Call-only ads are, however, much easier to set up and they let you see calls right inside your Adwords statistics.

This makes it easier to understand the success of your campaigns in numbers of conversions and to optimise your campaigns.

For those who are already using ads with a call-extension, Google offers a step-by-step guide to upgrade your ads to Call-only campaigns.

Using Call-only for your telephone number

Call-only ads are highly optimised for conversion to calls, making them ideal as a lead-generation tool.

This makes Call-only ads interesting for many servicenumber owners.

We have spoken to a number of our customers who said they are already using this new type of ads.

Please note that Google does have restrictions on the type of telephone numbers that are allowed to use Call-only ads. If you own a premium-rate number, you will have to continue using the classic Adwords ads.

For non-premium-rate numbers and regional numbers, Call-only ads are a very effective way to generate more calls.

Creating your first Call-only ad

Do you want to find out how many extra calls these new Call-only ads will generate for your organisation? Log in to Adwords and create your own Call-only campaign today.

This step-by-step guide will walk you through the process.

* Google/Ipsos, The Role of Click to Call in the Path to Purchase, September, 2013.